IS Conference 2010

1. Non-Profit / For Profit
Collaborations
Using Social Media
IS Conference 2010
THU 16 SEP 2010
Amber Rodriguez – Noah’s Kitchen
Gilberto Velasquez, Jr. – Gilberto Velasquez & Associates

2. A Brief History of
Noah’s Kitchen
Rapid Growth of Noah’s Kitchen
Due to Social Media
• Founded on a concept by Noah May
• Started with a simple Facebook post
• Aided by local social media gurus, such as JR
Cohen, Aimee Woodall, and more.
• Idea was to decentralize and “de-bureaucratize” the
food-donating concept
• Goal became to bring food to where those persons
who need it most are and not force them to travel

3. Social Media
Light Bulb Moment
• Noah’s Kitchen became most Social Media Self-
Aware when a single, short post on Facebook
requesting assistance feeding the homeless in
Houston was met with an overwhelming
response.
• The response was unexpected, prompting a
realization that “this Facebook thing” was a
highly effective leveraging tool for a start-up non-
profit like Noah’s Kitchen.
• It was time to leverage Social Media as one part
of the multi-channel approach of interactive
strategies.

4. Social Media
& the Multi-Channel Approach
• Why do non-profits go multichannel?
• Motivations for non-profits to go
multichannel
Evolving giving needs
Heterogeneous donor fulfillment
needs (“Maybe I can give food, not
money”)
Evolving technologies allow for a
greater number of touchpoints –
Facebook, Twitter, Flickr, YouTube,
Tumblr
Competitive pressures

5. Social Media
& the Multi-Channel Approach
Multi-Channel Challenges for the
Non-Profit
• Organizational Structure
− Centralization vs. Decentralization
− Degree of standardization
− Reward system / “warm fuzzies”
• Donor Data Integration
− Accessibility and Interpretation
• Understanding donors’ changing giving/engaging
behavior in multiple channels
− “Don’t force your donors to adapt to you,
adapt yourself to your donors”
− Donors want to be part of the 360-degree
feedback loop

6. Social Media
& the Multi-Channel Approach
Multi-Channel Benefits for the
Non-Profit
• Greater brand awareness
• Leveraging of the Community
− Hey, those people giving are “just like
me”
− Creation of extended conversation
• Creates the Viral Expanson Loop
• “Hang out” in the virtual places your donors
“hang out” in.
− “43% of Internet Users who are members of online
communities say that they ‘feel as strongly’ about their virtual
communities as they do about their real-world communities”
–USC Annenberg School Center for the Digital Future, 2006

7. Social Media
& the Multi-Channel Approach
Multi-Channel Benefits for the
Non-Profit (cont’d)
• Agnostic to changes in the donor dynamic
• Switching to evolving donor dynamic models
and donor interaction behavior
Peak
Acceptance
Donor
Pre Peak Post Peak
Incoming
Out
Testing
New Interactive Strategies & Time
Adoption by the Donor

8. Social Media
& the Multi-Channel Approach
Multi-Channel Benefits for the
Non-Profit (cont’d)
COLLABORATION

9. Collaboration Through
Social Media Outreach
EVENT COLLABORATION:
Noah’s Kitchen
1st Annual
Chili Cook-Off
• Partnerships made through the
use of effective Twitter following
and engagement
• Maximizing the reach by
partnering with both For-Profit
and Non-Profit institutions
• Expand the Viral Loop: by
opening the doors to other social
media juggernauts in Houston,
Noah’s Kitchen raised visibility
and (more importantly) funding

10. Collaboration Through
Social Media Outreach
Corporate Collaboration
• Due to the pull of visibility, many
benefactors came through for Noah’s
Kitchen, causing a collaboration of brain
trusts that benefited the organization
• Companies came through in unique and
beneficial ways: Kryanoutloud
Marketing redesigned / rebranded the
old logo and created a unified set of
brand standards while Gilberto
Velasquez & Associates had provided
training in the science behind marketing
& advertising and logistical PR decision-
making support… such as somatic
marker choices.

11. The Somatic Pull:
Noah’s Kitchen & Social Media
Somatic Markers and the
Philanthropic Response
• Individuals who give have a socio-economic
choice to give time, money, or talent to the
next best or most rewarding cause
• Noah’s Kitchen was steered to use somatic
markers in the original logo to entice those
wanting to donate their own assets to a
charity
• The somatic marker provides the brain a
shortcut to move from A to Z in nanoseconds

12. The Somatic Pull:
Noah’s Kitchen & Social Media
Somatic Markers and the
Philanthropic Response
The chef’s hat :
The whisk: images of
symbol of leadership,
cooking, creation,
authority, trust
making something
happen
We are handing out
love, love through
fighting hunger
Simplicity of the stick The apron: the
figure: whimsical, symbol of trust in the
simple, and a sign of person making the
innocence food

13. The Somatic Pull:
Noah’s Kitchen & Social Media
Somatic Markers and the
Philanthropic Response
• Other markers were created organically
because participants were allowed to
showcase the work they were performing for
Noah’s Kitchen on Social Media sites
• By using this decentralized method of public
information dissemination, Noah’s Kitchen
allowed somatic markers to be created
through the everyday Mobile Picture Uploads
of volunteers making it happen!

14. Volunteers Make It Work
Noah’s Kitchen: Beyond the Strategy
Making it Happen
• Due to recruitment, exposure, brand
awareness, and cause awareness, Noah’s
Kitchen has been able to feed the homeless
in Houston through the help of its many
volunteers
• These volunteers came because they wanted
to be a part of a cause that cut through red
tape, discarded bureaucratic ways of
thinking, and simply went to work

15. Volunteers Make It Work
Noah’s Kitchen: Beyond the Strategy
Making it Happen
• Noah’s Kitchen volunteers become our
evangelists through their own execution of
basic interactive strategies in their own
voice, creating community concurrence
• These Noah’s Kitchen volunteers then
double their effectiveness by not only
helping those in need, but also bringing
others to the cause

16. Volunteers Make It Work
Noah’s Kitchen: Beyond the Strategy
Making it Happen
• Through the warm hearts of volunteers, Noah’s Kitchen
changed the way Houston thinks about how to feed the
homeless and volunteers come up with new ways to help
using interactive strategies!

17. Volunteers Make It Work
Noah’s Kitchen: New Interactive Strategies
The Ford Fiesta Movement
• Volunteers Amber Roussel and Mark Austin brought
a new dynamic to Interactive Strategies using a
strong multi-channeled approach with the Ford
Fiesta Movement
• Noah’s Kitchen won a brand new Ford Fiesta to aid
in food distribution as a result of the hard work by
Amber & Mark, and by the 45,642 people who
RSVP’d for events and the tens of thousands more
who engaged in spreading the word

18. Volunteers Make It Work
Noah’s Kitchen: New Interactive Strategies
The Ford Fiesta Movement
• This innovative interactive concept brought together
online and offline elements, as well as all manner of
corporate and non-profits into a new donor
dynamic, engaging volunteers and raising awareness
in ways previously not done

19. Interactive Strategies & the Non-Profit
Steering Donor Dynamics
Defining the Donor Dynamic
in the Age of Interactive Strategies
• Donor Dynamic
• The full range of interactions and touchpoints engaged
by the donor with the non-profit and how the non-profit
reacts, utilizes, and leverages the touchpoints
• The Donor Dynamic is essentially a relationship, and
while different in some ways with the relationship an
individual may have with a retailer, they share a similar
relationship management timeline
• The advent of social media not only makes it easier to
manage the relationship across the timeline, it makes it
just as easy to destroy the relationship.

20. Interactive Strategies & the Non-Profit
Steering Donor Dynamics
Donor Relationship Management Timeline
All aspects affected & manageable by interactive strategies.
Searching
Relation Time Relation Cause Question Work
Orientation Selection new relation &
confirmation Spent extension Confirmation Relationship Performed
self-confirming
In paper by E.C. Malthouse, R. Venkatesan, L. McAllister, S. Ganesan, M. Krafft,
Donor phase
7
Ammended from Edwin Kooge, MICompany, Netherlands
10
DONOR
Lifetime
Migration 8
Alteration of Grocer Retail CRM Phases
Win-back Value
9
P.C. Verhoef, and G. Velasquez
Churning
Service
6 Doubts
Up-Sell / Customer Life Time
1 5 Cross Sell
Benefits of
Service
4
Non-Profit answer
Consideration Low Cost To
3
2 Serve
Recurring
Welcome role cost
Acquisition
Why Why
Somatic Community Your Warm Give Thanks &
Offering
We’re You Acknowledge
Win-back
Seduction Service Fuzzies Praise
Worthy Count

21. Interactive Strategies & the Non-Profit
Steering Donor Dynamics
Defining the Donor Dynamic
in the Age of Interactive Strategies
Power is shifting from the Board of Directors to the Non-Profit to the Donor
Examples:
• I can give anywhere, anytime, easy, by using PayPal
• I can use technology and review sites to see which Non-Profits reflect me
Implications:
• Decreasing control over brand equity
• Difficulty in integrating and understanding donor information
• Monitoring & Managing word-of-mouth to word-of-mouse
Research Questions:
• How can the Non-Profit increase donor involvement in the creation of interactive
strategies?
• How to get donors to share their power at word-of-mouse?
• What is the Non-Profit information that donors most value?
• How can Non-Profits facilitate and act upon multi-channel feedback?

22. Think About It